Tennis Corporation of America


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Case Studies
Tennis Corporation of America (TCA)
Challenge:
TCA needed to increase baby boomer and older consumer membership in selected Chicago area based athletic clubs.

Strategy:

  • Designed DM campaign and creative reflecting programs and images attractive to target markets
  • Selected 2 markets with appropriate demos accounting for 70 percent of the selected clubs’ universe. These high CDI markets, were the most efficient based on a cost per impression achieved and had strong concentration of target segment.

  • Results:
    Club membership increased by 18% over course of campaign. Campaign adopted for 14 of a total of 45 clubs nationally.


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